To the marketing expert, simplicity in customer experience may seem like a given, but it’s surprising how many companies are working with old processes and out of date technology that no longer suits the advanced digital marketplace. The rise of online retail and the age of social media has created a need for instantaneous transactions, meaning that brands have a short time to impress their customers.

Simplicity in customer experience allows customers to pay, browse and customise in the least number of clicks, without being distracted by advertising, being asked to enter lots of personal details or navigate a complicated website. Although it may seem that customisation is the most in depth solution a company could choose, it’s more about the execution than the solution itself.

For example, simplicity can be defined as providing the customer with easy to understand information along each step of the sales funnel, such as company terms and conditions or data opt-in. Paired with mass customisation functionality, customers don’t just experience simplicity at the beginning, but during the creative process too.

Many companies offer 3D rendering to showcase their products, but Modular is showcasing simplicity at its finest with the ability to personalise to the customers exact requirements. There are no limits – it’s a smooth journey to reach the customisation process which is powered by the best technology and the choices are simply laid out in front of the shopper.

Being digitally savvy is important in customer experience, as it’s only with expert knowledge that a simple journey can be understood and mapped out effortlessly, but there is still a lot to be said about the basic principles that underpin customer service. The two principles co-exist – there is no customer experience without customer service.

Customer experience starts the minute someone engages with your brand, and from that point on they want to see clean branding, perfect spelling and grammar, effortless navigation and sharp graphics within your customisation tool. Not having these basics in place will mean that brands lose customers before they’ve even reached the customisation stage.

Offering a simple solution such as making sure customers can speak to a real person when there’s an issue via live chat or on the phone will build trust and brand loyalty. When a customer feels looked after, they make repeat purchases and become a covert brand ambassador.

Simplicity is key to customer experience because it separates data from creativity. All companies now have their finger on the pulse about the importance of data tracking, analytics and the science behind how a consumer behaves. But, in reality, customers and people in general can be put off by data. So, by showing them an easy way to shop that’s all about making their own choice, they have freedom without suggestion.

The most successful companies are those who disguise how digitally switched on and technically complex they are by presenting a simple image to their customers – the front end of their business. Behind their branding and user friendly platforms are complicated processes that analyse demographics and track online activity, but with simple customer experience, the customer is focused completely on their purchase and nothing else.